fDi Digital Marketing Awards 2012


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Columbus 2020 won digital marketing awards from fDi in:
#6 Top Overall Digital Marketing Strategy
#2 Top Website
#7 Top City Digital Marketing

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fDi Digital Marketing Awards 2012

  1. 1. 18 www.fDiIntelligence.com December 2012/January 2013
  2. 2. GLOBAL Outlook DigitalMarketingAwards 2012 fDi recognises the best digital marketing campaigns from agencies around the world. COURTNEY FINGAR reports The business world went digital locations are the leading performers long ago, but investment promo- in this field. A process of informa- tion agencies (IPAs) in many cases tion-gathering that first began this have been slower to fully utilise summer has culminated in the online platforms to market the announcement of the results of fDi’s locations they represent. But digital first-ever awards for digital market- marketing is essential to being ing excellence, with IDA Ireland competitive in the FDI arena, and capturing first prize. New York City IPAs are now racing to develop their Economic Development Corpora- online presence and embrace social tion, Invest Victoria, Scottish Enter- media. At a time of reduced govern- prise and CINDE (the Costa Rican ment budgets and pressure to lower Investment Promotion Agency) expenditure, the clever IPAs are rounded out the overall top five. looking to maximise online advan- tages. But what makes for a success- Innovation ful digital marketing strategy? What IDA Ireland was also cited as the best innovative approaches by IPAs are country-level IPA for digital market- bringing results? Which cities, ing, as well as the most innovative (of regions and countries are out front any type of IPA), and its website was in the online marketplace? Which rated number one globally. Another locations are doing the best job at Irish organisation, ConnectIreland, digital marketing? a government-led incentivised jobs fDi set out to find out which referral programme that was Top overall digital marketing strategy RANK Agency LOCATION TYPE 1 IDA Ireland Country 2 New York City Economic Development Corporation City 3 Invest Victoria Region 4 Scottish Enterprise Country 5 CINDE (Costa Rica) Country 6= Columbus Region City 6= Greater Halifax Partnership City 8= Calgary Economic Development City 8= Invest Hong Kong City 10= Nova Scotia Business Region 10= World Business Chicago CityDecember 2012/January 2013 www.fDiIntelligence.com 19
  3. 3. Global outlookCover storyTop WEBSITESRANK Agency and WEBSITE LOCATION TYPE1 IDA Ireland Country www.idaireland.com2 Columbus Region City www.columbusregion.com3 Scottish Enterprise Country www.sdi.co.uk/invest4 Calgary Economic Development City www.calgaryeconomicdevelopment.com5= Invest Hong Kong City www.investhk.gov.hk5= New York City Economic Development Corporation City www.nycedc.com IDA Ireland’s top website for digital marketing7 ConnectIreland Country www.connectireland.com8 Nova Scotia Business Region appointed by IDA in an effort to www.novascotiabusiness.com attract investment though the use9 Invest Victoria Region of the global diaspora, placed among www.investvictoria.com the top 10 websites and came third10 World Business Chicago City for most innovative. www.worldbusinesschicago.com New York City’s economic devel-11 Liverpool Vision City opment agency also performed www.liverpoolvision.com well, not only coming second over-12= Ohio Aerospace Hub EZ all but also coming top for its use www.ohioaerospacehub.com of social media, placing fourth for12= Ras Al Khaimah Free Trade Zone EZ most innovative and ranking first www.rakftz.com among cities.14= CINDE (Costa Rica) Country Australia’s Invest Victoria was www.cinde.org rated the best region as well as third14= Vasterbotten Investment Agency Region overall, while its website placed in www.viavasterbotten.se the top 10.16 Richardson Economic Development Partnership City Ras Al Khaimah Free Trade Zone www.telecomcorridor.com/international Authority triumphed in the category17 Greater Halifax Partnership City for special economic zones, with www.greaterhalifax.com Daegu Gyeongbuk Free Economic18 Proexport Colombia Country Zone Authority coming second, Ohio www.proexport.com.co Aerospace Hub third, Lodz Special19= Berlin Partner City Economic Zone fourth and Klaipeda www.businesslocationcenter.de Free Economic Zone fifth. Ohio Aero-19= London Economic Development Corporation City space Hub and RAK FTZ both had www.ledc.com websites rated in the top 20. Invest Hong Kong was another strong performer, coming third among cities, joint eighth overall, joint fifth for best website and joint 10th for most innovative. Canadian triumphs Canadian organisations were wellBest use of SOCIAL MEDIA represented at both the city and provincial level in the awards. TheRANK Agency LOCATION TYPE Greater Halifax Partnership came1 New York City Economic Development Corporation City sixth overall followed by Calgary Economic Development at joint2 Proexport Colombia Country eighth and Nova Scotia Business3 Greater Halifax Partnership City at joint 10th. The London Economic4 London Economic Development Corporation City Development Corporation, from5 Liverpool Vision City Ontario, ranked fourth for its use6 City of Hamilton City of social media and its fellow7= IDA Ireland Country Ontarian city Hamilton was sixth7= Invest Victoria Region in the same category. And, proving that size is no9 Calgary Economic Development City barrier to a successful showing in10 WestHolland Foreign Investment Agency Region the online arena, Richardson,20 www.fDiIntelligence.com December 2012/January 2013
  4. 4. Global outlookCover storyTop city digital marketing website visitors into potential leads for investment. We have also notedRANK Agency Country that there exists great disparity1 New York City Economic Development Corporation US between the participating IPAs,2 Calgary Economic Development Canada indicating how recent the realisa-3= Invest Hong Kong China tion of the immense importance of the online world has been and3= World Business Chicago US the varying extents to which indi-3= Greater Halifax Partnership Canada vidual IPAs have been able to react6 London Economic Development Corporation Canada to this realisation.”7 Columbus Region US8 Liverpool Vision UK Engaging online9 Berlin Partner Germany However, IBT Partners predicts10 Invest in Bogota Colombia this disparity will lessen as more and more agencies realise the effec- tiveness and importance of a success- ful digital marketing strategy.Top REGIONAL digital marketing Anatalio Ubalde, CEO of GIS Planning, a provider of onlineRANK Agency Country economic development solutions,1 Invest Victoria Australia felt that cities put in the best efforts2 Nova Scotia Business Canada with their websites. “The websites for cities were a distinct cut above3 Vojvodina Investment Promotion Serbia those for any of the other entrant4 Vasterbotten Investment Agency Sweden categories, mostly in terms of design5 WestHolland Foreign Investment Agency Netherlands aesthetics, but also often in terms of the content presented,” he said. He singled out Invest Hong Kong’s website for particular attention,Top Country digital marketing saying it was his top choice for itsRANK Agency Country “top-notch” design, “informative and stylish” videos, varied informa-1 IDA Ireland Ireland tion and logical layout.2 CINDE Costa Rica He was also impressed by Invest3 Scottish Enterprise UK in Bogota’s “simple and effective4 Proexport Colombia Colombia website design”. He said: “It was5 Agence Marocaine de Développement des Investissements Morocco very clear about what it wanted to communicate. There were other websites that may have had more content, but that did a poor jobTop economic zone digital marketing of prioritising what the location wanted to present first and foremostRANK Agency Country about itself.”1 Ras Al Khaimah Free Trade Zone UAE He considered ConnectIreland2 Daegu Gyeongbuk Free Economic Zone South Korea to be the most innovative because of3 Ohio Aerospace Hub US the intriguing idea behind its incen- tive-based ambassador programme.4 Lodz Special Economic Zone Poland “The video explaining how this5 Klaipeda Free Economic Zone Lithuania programme works was particularly well done,” he added. He also offered some advice toTexas, with a population of roughly [which is marketed] through search organisations in need of a digital100,000, appeared among the top engine optimisation and with clear marketing upgrade. “Many websites20 websites. information and ease of contact. used slideshows on their homepages Some of the independent judges Those that are most active in these to effectively communicate keywho helped score the competition criteria have scored highly, notably points as to why a location is a goodweighed in on what they discovered IDA Ireland which we ranked top of place to invest. This is a best practiceduring the assessment process. the Overall Best Digital Marketing that some of the lower ranking loca- “In our analysis of the digital award,” economic development tions should really consider,” hemarketing strategies, we have consultancy IBT Partners stated in a said. “Several of the websites thatobserved that the most successful summary of its findings from the had an English version had linkableIPAs are very active in the key crite- judging exercise. pages that were not in English,ria for successful digital marketing: “We have observed that the which was very frustrating. Severalvisitor tracking, innovation, effec- quality and originality of the IPAs’ also had links that [didn’t work],tive use of social media, and a marketing strategies determine which reflects very poorly on amodern and professional website whether they are able to transform location’s professionalism.”22 www.fDiIntelligence.com December 2012/January 2013
  5. 5. Global outlookCover storyMost innovative digital marketing strategy Methodology fDi Magazine invited representativesRANK Agency LOCATION TYPE of investment promotion agencies,1 IDA Ireland Country economic development organisa- tions and others charged with2 Nova Scotia Business Region attracting FDI to complete a 153 ConnectIreland Country question survey on their digital4 New York City Economic Development Corporation City marketing strategy and initiatives.5= Proexport Colombia Country We received over 50 entries from5= Ventspils City Council City all regions of the world; and from7 World Business Chicago City organisations representing locations8 Invest Victoria Region at all levels (city, region, country and special economic zone). A panel of9 CINDE (Costa Rica) Country internal and external judges inde-10= Greater Halifax Partnership City pendently reviewed and ranked the10= Invest Hong Kong City entries across eight categories. Each judge submitted lists of their chosen top 10 overall digital marketing strategies (including investment promotion agencies of all geographies and location type); top websites; top social media strate- gies; most innovative strategies; as well as their preferences for best among cities, regions, countries and economic zones, The fDi Benchmark research team devised a scoring system based on a scale of 0 (lowest ranking loca- tion) to 100 (highest ranking loca- tion) and applied this to the judges’ ranking of the respondents to give the final results. The ranking was based purely on the survey the entrants submitted. The judges then came to their own findings by assessing that informa- tion, and by visiting any relevant organisation websites and socialIreland’s investment promotion agency has topped fDi’s Digital Marketing Awards media profiles provided. ■JUDGING PANEL Courtney Fingar Aaron Reid Anatalio Ubalde Editor, Online marketing manager, CEO, fDi Magazine Global finance, GIS Planning and The Financial Times ZoomProspector.com Jake Hird Dino Ribeiro John Worthington Director of research and Marketing manager, Partner, education, fDi Intelligence IBT Partners Econsultancy Daniel Nicholls Senior consultant, OCO Global24 www.fDiIntelligence.com December 2012/January 2013